Breath mint brand lets customers redeem points for vibrating toys

In Spain, breath mint brand Smint just launched a campaign offering people ‘sensual’ products in exchange for collecting points. A code is printed on each box of Smints; consumers register on Smint Me Hot, enter their code, and the points are added to their account. When they’ve saved up enough points, they can redeem them for adult toys. The selection includes a cellphone game that ‘will make you vibrate with joy’ (2 points), a small vibrator (10 points), a sensual candle (10 points) and a striptease set (20 points). Besides saving for gifts, each code also gives users a chance to win a trip to Bali. The campaign runs through February 2011, and participants must be 18 or over. This isn’t a racy effort by a niche company — Smint is one of Europe’s most popular mints, from the makers of Chupa Chups lollipops. It’s a mass brand connecting to the sensuous, adult side of its audience. Also, Smint Me Hot is mainly targeting women. As our spotter pointed out, the gifts on offer involve women taking the lead, which adds an appealing element of empowerment to a saucy marketing tool. Smint isn’t the only brand that’s taking a walk on the wild side; see our sister-site trendwatching.com’s current trend briefing on maturialism for many more examples, including one by Chupa Chups itself. Spotted by: Leticia Pérez Prieto